1. Build Engagement

It’s very unlikely that a first-time visitor will stumble upon your website and automatically buy your products. Prospective customers must be fully engaged with your brand before they make a purchase.

To attract more customers, build quality relationships. According to McKinsey, “70% of buying experiences are based on how the customer feels they are being treated.”

Arrange informal conversations with existing customers. And work with the marketing team to develop accurate buyer personas.

Identify ways to connect your company’s values with your consumers. Nike uses a similar technique by promoting their mission of fitness, sports, and motivation. To their brand, everyone is an athlete.

Image Credit: Help Scout

Social media is another effective way to build engagement. Shoppers talk about brands everyday. They’re dishing out the good, bad, and ugly. Use a social media monitoring tool, like SproutSocial, to track those conversations.

Then, create a community focusing on the customer experience. Susan Fournier, faculty director of the MBA Program at Boston University, and Lara Lee, a member of the executive committee, write:

“Too often, companies isolate their community-building efforts within the marketing function. That is a mistake. For a brand community to yield maximum benefit, it must be framed as a high-level strategy supporting business-wide goals.”

Initiate dialogue with prospects, and encourage your team to set up one-on-one interactions. For example, cosmetics brand Sephora facilitates an online forum, offering people expert advice, celebrity tips, and tutorials.

Image Credit: community.sephora.com

Community engagement delivers transparency to your customers. It connects the brand’s values with your consumers. Overall, it’s a key factor in signing up more SaaS customers.

2. Limit Spending

“Try using the founders of the company on as many sales calls as possible. After all, they have the ability to change the messaging, change the product, and react to what they’re discovering in failed sales calls,” states David Skok, General Partner at Matrix Partners.

3. Educate Prospects

Because of technology, people can learn about products with the click of a button. It’s rare for folks not to Google something before purchasing a product.

Rather than persuading prospects, become a trusted partner. Challenge your team to educate the customer without the hassle of buying.

“Without sales there is no business. Sales is an opportunity, not a punishment or obligation. It’s time to stop giving selling a bad rap, shift your attitude and educate your way into making the sale,” says Deborah Shane, a small business podcast host.

When you share valuable information, your company becomes an industry expert. Shoppers learn to trust your opinions without the fear of being misled.

Spotify and Uber teamed up to give their customers the enjoyment of hearing their favorite playlist while riding in a hired car. The partnership added an exclusive value to Uber riders, while Spotify received a unique selling point for its members to upgrade their services.

Attract More Customers

Grow your SaaS company by grabbing the attention of new customers. In order to earn more business, zero in on long-term strategies, not one-off flukes.

Build relationships with prospects with on-going engagement. Solve your audience’s problems by educating them about your product solution. And develop partnerships with other companies to expand your reach.

Be strategic. Acquire more customers.

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Kathleen, Founder and CEO of Grayce & Co, a media and marketing consultancy, can help you develop a brand strategy, build marketing campaigns and learn how to balance work and life.